When the product is someone’s face, points aren’t enough.
30 million enrolled members. A loyalty program almost none of them understood. Built to move Allergan’s products through providers, it was never designed for the patient or the practice. I redesigned across consumer iOS and provider backoffice — and defined the strategy connecting them.
Company
Allergan Aesthetics (AbbVie)
Product
Alle LoyaltyiOS & Provider Web
Role
Product Design Director
Team
2 product designersUX research2 GTM
Scale
30M+ members40K+ provider practices
Outcome
3.2× redemption47% reactivation
Responsibility
Consumer Mobile AppProvider Backoffice DesignLoyalty & RewardsDesign System
Consumer iOS App
The consumer product, end to end.
Home
Account
Progress
Find a Provider
Discover
Guides
Track A — Consumer iOS App
From ledger to journey.
Consumer iOS · Member Dashboard
A·01 + A·02
Sarah Martin
Gold ❖Since Jan 2018
Next appt
Dec 19
Available balance
980
pts
= $98.00
Gold ❖ → Diamond ◇ A-List
82% of the way there · 1,200 pts
220 pts to Diamond · A-List
1 BOTOX® visit away · A-List points never expire
Next appointment
BOTOX® at Beauty Park
Tue Dec 19 · 10:00am · Nurse Jamie
Confirmed
Recent activity
DiamondGlow® · Nov 8+150 pts
BOTOX® · Sep 22+200 pts
Offer redeemed · Jul 15−80 pts
Saved care plan · A·02
Secured ✓
JUVÉDERM® Voluma XC
Dr. Lee · Beverly Hills Med Spa · +200 pts
Design principle
“Points aren’t a relationship. Progress is.”
Decision A·01
Static balance number
↓
Progress Milestone
Before — static balance
800 pts
No tier context visible
After
Gold ❖ 800Diamond ◇ 1,500
The gap to the next tier creates motivation the balance alone never could. Members saw where they were going, not just where they were.
Explore · Discover & Earn5 brands eligible
Search brands & treatments
AllNeuromodulatorsFillersBodySkin
BOTOX®
Neuromodulator · wrinkle
+200 pts
JUVÉDERM®
Filler · volume & contour
+250 pts
SKINVIVE™
Skin booster · glow
+150 pts
A·02 · Care Plan
JUVÉDERM® Voluma XC
Dr. Lee · Beverly Hills Med Spa
Tue Jan 14 · 10:30am
+200 pts on this visit
After this visit
+200 pts
New balance
1,000 pts
Catalog → Care Plan
A provider anchor turns browsing into an intention that’s already halfway to an appointment.
A·03 — Evidence
Before/after photography turns a visit into a story patients tell.
Flash Offer · 72h left
BOTOX® — $35 off
Beauty Park · Dr. Chen
Redeem with
0 pts
Balance
800 pts
Redeem Now
Redemption rate
3.2×
+2.2× vs baseline
Enrolled members
30M
40K+ practices
Decision A·02
Treatment catalog
↓
Saved Care Plan
Before
JUVÉDERM® Voluma XC ›
After — Care Plan ✓
JUVÉDERM® Voluma XC
Dr. Lee · Jan 14 · +200 pts
A care plan anchored to a saved provider turns intention into an appointment already waiting to happen.
Before · Apr 2023
Appointment receipt
After ✓ · Oct 2023
Progress Evidence
A story the member tells.
Decision A·03
Appointment receipt
↓
Progress Evidence
Before — receipt only
BOTOX® visit · +200 pts ✓
After — visual evidence ✓
Apr
Oct ✓
Before/after photos surfaced in-app turn a treatment into a narrative the member authors and shares.
Loyalty tier system · A·01 design language
Diamond ◇ A-List
1,200+
pts
✓ Priority booking
✓ VIP-only offers
✓ Early access
Gold ❖
600+
pts
✓ Flash offers
✓ Birthday bonus
— Early access
Silver
0+
pts
✓ Core rewards
✓ Monthly offers
— Flash offers
Track A — Consumer outcome
3.2×
Redemption rate lift
Members who planned in-app converted at 2.4× the rate of front-desk enrollment.
Track A — Consumer iOS
The patient sees the point.
30M members. One app designed to close the gap between earning and actually redeeming.
Track B — Provider Backoffice
The practice sees the patient.
40K practices. One dashboard designed to surface the right patient at the right moment.
Track B — Provider Backoffice
From billing tool to retention tool.
Hero statThe figure is enough
Bar rows & deltas
Marks, not pills
Pulse rowFour figures, one container
Overlay layer
ChartsHand-rolled SVG
Controls32 · 26 · 38
--surface-page#FFFEF9
--surface-raised#FFFFFF
--surface-sunken#F8F6F0
--surface-inset#F2EFE8
--border#F0EDE8
--ink#1A120E
--terra#8B6355
--sage#6B8068
--berry#5B2436
--gold#C4A96B
--diamond#4AADA8
--ink-panel#221710
Choose a brand, add it to the visitBrand-first, then search
OffersIneligible rows keep their reason
Redeem, then payCherry above the threshold
Programs & the contract
Needs attentionThe work the day doesn’t surface
Campaign templatesSix ways to earn a return visit
Command palette⌘K · 540px wherever it opens
Practice setting
03
Case Study 03 —— Alle · Allergan Aesthetics · Loyalty Platform Redesign
Two surfaces. One loyalty system. Both live.
I redesigned both surfaces and defined the strategy connecting them. The program was built for the channel. The redesign was built for the relationship. Consumer iOS for 30M+ members. Provider backoffice for 40K+ practices. Same loyalty logic running both sides of the appointment.
One system. Both sides.
Consumer iOS. Provider web.
The same loyalty logic runs both surfaces from one information model. Not two products sharing a brand — one connected system with role-specific views. Six design decisions, each holding both sides of the appointment in the same frame.
The return mechanic.
Plan. Expiry. Reactivate.
Members who planned in-app converted at 2.4× the rate of front-desk enrollment. Expiry notifications drove a 47% open rate. 68% of reactivating members named them as the reason they came back. Three mechanics that turned a transactional program into a continuous relationship.
What the redesign proved.
3.2× redemption. $42 CAC.
Consumer redemption tripled. CAC dropped from $92 to $42. The program was built for the channel. The redesign was built for the relationship — and the relationship outperformed the channel.
